Sustainability remained a central topic across categories for this year’s ads. Automakers continue to lean heavily into fuel-less cars—ads for electric vehicles (EVs) outnumbered those for fuel-powered cars. Among the EV spots were Polestar, Volvo's all-electric offshoot, Chevrolet, GM, BMW, Kia and Hyundai. And, alongside ads for vehicles, EV charging brand Wallbox aired its first spot.
Hellmann’s is tackling food waste, encouraging viewers to “make taste, not waste.” “It’s a food-focused sustainability story,” Beth Avellini, executive creative director at WPP/Wunderman Thompson who led the creative charge for the campaign, tells Wunderman Thompson Intelligence. But the campaign goes beyond trying to convince viewers of the brand’s own sustainable efforts—as has been the case in many sustainability-focused ads in the past. “We wanted to offer up solutions and ways to save your food—which comes through in a fun, light-hearted and entertaining way in the Super Bowl spot—but then we have a whole program that lives beyond the Super Bowl,” Avellini explains. “It goes beyond just selling their mayonnaise; it’s a bigger purpose.”
And Salesforce’s “#TeamEarth” ad took indirect shots at Silicon Valley darlings Meta and SpaceX for looking to new worlds when this world needs saving. “While the others look to the metaverse and Mars, let’s stay here and restore ours,” Matthew McConaughey said in the spot. “We have enough fluffy razzle-dazzle in the world—we need to get real and focus on saving the planet, helping our society, helping our communities and small business,” Salesforce chief marketing officer Sarah Franklin told the New York Times.
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Hellmann's: Mayo Tackles Food Waste, courtesy of YouTube.